It shouldn’t be news to anyone that consumers trust the recommendations of their peers, and that consumer-created reviews are the preferred source of information about products & services (value, price, quality). This is why social media is so exciting; what once was facilitated through one-on-one in-person, phone, and e-mail interactions, can now be done via one-to-many social network interactions.
Until recently, the biggest thing holding back the power of social media was connectivity. The Achilles Heel, with regard to recommendations, was unfulfilled good intentions on the part of brand enthusiasts due to lack of connectivity at the moment of peak enjoyment.
Now, the challenge for brands is not to simply “go mobile” and exist on social networks, the challenge is to create a mobile experience with contextual content that is worthy of, and easy to share. Then it’s all about listening and genuinely engaging with the social media audience.